developing an effective website

Working Women’s NetworkEffective Online Marketing

June 17, 2009

Ph: 1800 981 442 www.thewebshowroom.com.au

Effective Online MarketingOverview

About me About you

Effective Online Marketing How to plan, design and build

a great website (or improve

the one you have) How to optimise your web

presence for results

Ph: 1800 981 442 www.thewebshowroom.com.au

The Big PictureDid I say big?

Over 1 billion internet users globally 80% of Australians 1,000,000 Australian business users 60% of businesses buy online Times are changing It just keeps growing...

Ph: 1800 981 442 www.thewebshowroom.com.au

The Big PictureHuge opportunities

Your website mission• Leads• Online sales • Offline sales• Customer service• High Google rankings• Reputation / trust• Distribute information• And more...

The real question...

Ph: 1800 981 442 www.thewebshowroom.com.au

Where do I start?In the middle?

Web 2.0, .NET, design, colour, domain names?

Or... at the beginning. Sales? Leads? Your mission. Discipline Simplicity Strategy

Ph: 1800 981 442 www.thewebshowroom.com.au

Case StudiesWhat is the website mission?

Search google.comyahoo.com

Content www.afl.com.auwww.bom.gov.au

Right? infinitedancestudios.com.au

Ph: 1800 981 442 www.thewebshowroom.com.au

Building your siteAn overview

Don’t reinvent the wheel Feature list

• cms, ecommerce, email marketing blog, gallery, directory, search contact forms, faq, secure areas etc

Discipline Your website mission statement

Success! A Website that gets your site visitors doing what you want them to do.

Ph: 1800 981 442 www.thewebshowroom.com.au

Building your siteBefore you start

1. Good builder / bad builder2. Price does not add up3. Variations4. Maintenance5. A quick renovation

Your part in this: 1. Budget 2. Time3. Skills4. Getting the word out

Ph: 1800 981 442 www.thewebshowroom.com.au

Building your siteThe flavours:

1. D.I.Y. $0 - $2,000 + hosting: Frontpage, Dreamweaver, Joomla, PHP, .NET, ColdFusion

2. Template design/technology $0 - $500 + hosting: smartyhost.com.au, godaddy.com, blogger.com, wordpress.com

3. Custom design and shared technology $500 - $10,000 + hosting: thewebshowroom.com.au, eknowhow.com

4. Totally custom$3,000 - $100,000+: red5.com.au, exa.com.au, wiliam.com.au

Where do you want to spend your money? Horses for courses

Ph: 1800 981 442 www.thewebshowroom.com.au

Building your siteThe Questions...

1. Last ten sites2. 5 happy customers3. Longevity4. Google results?5. Company size? Structure?6. Who owns my website?7. Ongoing costs? Changes?

Remember your website mission.

Ph: 1800 981 442 www.thewebshowroom.com.au

Website EssentialsThe Big Five

Functionality The Pitch Design Content Marketing

Ph: 1800 981 442 www.thewebshowroom.com.au

Website EssentialsFunctionality

• Agree this upfront• Wireframes / sitemap• It’s all about the users• The more it does the more it costs• You are not the first person doing this

Ph: 1800 981 442 www.thewebshowroom.com.au

Website EssentialsThe Pitch

• Lead generation forms• Contact details• Calls to action• Whitepapers / downloads• Newsletters• Video• Testimonials / case studies• Don’t be shy!

Ph: 1800 981 442 www.thewebshowroom.com.au

Website EssentialsDesign

• Keep it simple• How many colours, fonts, sizes?• Professional images• Whitespace• Structure• Hierarchy• Know your limitations

Ph: 1800 981 442 www.thewebshowroom.com.au

Website EssentialsContent

• Content is King• You (probably) need a CMS • How to write:

i. Short and simpleii. Personality / emotional responseiii. Writing includes SEOiv. Linksv. Benefits not featuresvi. Errors vii. Can you make it shorter?viii. Can someone else do it better?

Ph: 1800 981 442 www.thewebshowroom.com.au

Website EssentialsWebsite Marketing Handbookwww.websitemarketing2009.com.au

- Engaging site visitors- Optimisation- Getting listed - Pay-per-click (PPC)- Email marketing- Making your site ‘sticky’- Plain old marketing- Industry specific marketing- Google Analytics- Website evolution

Ph: 1800 981 442 www.thewebshowroom.com.au

Website EssentialsMarketing

• You fail if no-one visits

• Organic Search- What is organic search?- SEO- Site structure is crucial

• Pay Per Click (PPC)- What is PPC/SEM?

• Analytics

Ph: 1800 981 442 www.thewebshowroom.com.au

Is it that time already?The Big Idea...

Questions More information

Ph: 1800 981 442 www.thewebshowroom.com.au